Forrester

Why Read This Report

Design personas and customer journey maps are valuable tools that support companies' tactical design decisions and the high-level strategic goal of progressing toward Experience-Based Differentiation. This document provides answers to some of the common questions that Forrester hears about personas and journey maps. To get the most out of these tools, customer experience professionals should build design personas before customer journey maps, kick off research initiatives with workshops to gather stakeholder assumptions, craft tools to fit their purposes, and plan a calendar of ongoing engagement activities to keep personas and journey maps top of mind for stakeholders.